ZHEJIANG July 29th (ABP) – – The Deputy Director of Jinhua News Media Center Chen Jianfei pointed out on Friday, July 28, 2023, during his presentation on Operation and Management of Local Convergence Media, that the media, whether traditional or new, should take the responsibility of guiding the public to distinguish between good and evil, and inspire them to be positive and virtuous.
First of all, Mr. Chen pointed out that in the People’s Republic of China, the media are classified into four categories according to administrative levels. These are country-level media including Xinhua News Agency, People’s Daily and CCTV (China Central Television), provincial-level media including Zhejiang Daily and Zhejiang Media Group, municipal-level media including Jinhua News Media Center and Wenzhou News Media Center as well as county-level media, including Lanxi Convergence Media Center and Yongkang Convergence Media Center.
According to the publishing platforms, he continued to reveal, there are two types of media, namely the traditional media, among others, newspapers, news agencies, radio, television and magazine as well as new media including the website and social media applications (WeChat, TikTok, Kuaishou, Little Red Book, etc.).
According to that deputy head of Jinhua News Media Center, convergence media should be guided by five operating principles such as guiding public opinion, prioritizing mobile media, content as king, striving for innovation and application of technologies.
As for the principle of the orientation of public opinion, an article must be a tool that helps understand the truth of the facts. “What should be reported or not, is closely related to your position, your opinion and your attitude,” Mr. Chen said, adding that reports, whether political information, entertainment news or advertisements, should appropriately guide the public opinions.
All media platforms engaged in news and information services must be operated in accordance with laws and regulations, he said.
Regarding the principle of priority to mobile media, Mr. Chen said that it requires that one must first create a mobile application as well as accounts on WeChat, Weibo, TikTok and other mobile media platforms. Visualization is fundamental to mobile media, he pointed out, while revealing that with the explosive growth of short videos since 2018, video news has become the new norm, hence news is instantly delivered to small screens such as mobile phones and tablets, then selected news is broadcast on large screens such as television.
For the third priority, Mr. Chen said content is always the foundation and core of competitiveness for media survival and development. He clarified that special emphasis should be placed on content with positive energy while keeping in mind that it should be in line with the prevailing values of society, and be full of positive energy. You have to make sure that the products meet the needs of the market and that the content attracts online traffic, he insisted.
Regarding the principle of striving for innovation, Mr. Chen explained that innovations should be made in concept, content, genre, form, method, means, format, system and mechanism, and in a more targeted and effective way by using popular language and referring to expressions on the internet. He urged media professionals to achieve thematic interactions, enhance user engagement through interactions, and enhance the influence of content.
As for the principle of the application of technologies, he said that technology has a critical and increased effect on media communication and can break through the limits of content and unleash one’s imagination. “Newspapers seek to be profound, radio and television seek to be close to life, news applications seek to be fast, the portal website seeks to be complete and omni-media seeks convergence,” Mr. Chen revealed, while concluding that the relationship between traditional media and new media is not a question of replacement, but rather one of iteration, i.e., it is not a question of which is the first or which is the strongest; the two types of media are complementary.
Participants in the seminar for journalist organization executives from the Belt and Road countries of which Burundi is a part, held at Zhejiang Normal University (in Zhejiang province) from July 18 to 31, 2023, did not cease to say thank you to the People’s Republic of China for its commendable initiative to share its experience in the media sector with developing countries. They ask that relationships in that sector be strengthened in order to learn more.
Note that all the main Chinese media belong to the State, hence the administrative authorities cooperate easily with the latter in the context of enhancing the image of their cities and that of the country on an international scale. The People’s Republic of China keeps creating its own communication platforms with its advanced technology.